With the latest Facebook algorithm updates, organic social media results have been slowly declining for years. In fact, according to a report from 2018, organic posts now only reach around 6.4% of a page’s total fans. As a result, Facebook advertising has become a crucial tool to connecting with target audiences – especially in this pay to play world.
The Facebook advertising platform is designed to put messages and content in front of the right group of people that are most likely to invest in a business. For the most cost-effective ad spend that gets the best results, it is important to understand the various types of Facebook ads, targeting opportunities and budgeting before diving right in.
Strategy
One recommendation for Facebook beginners is to evaluate their strategy before utilizing the blue “Boost” button on an organic post. The main difference between boosting a post and using ads manager are the objectives available. Primarily, the “Boost” functionality serves to extend the reach of an organic post, whereas within Facebook Ads Manager platform, advertisers have more control over campaign objectives and audience targeting, helping deliver more optimized ads. When in doubt, the best practice is to utilize the options and suggestions from Facebook Ad Manager.
Campaign Types
Facebook offers three types of campaign categories, Awareness, Consideration, and Conversion. Within each category there are specific objectives ranging from brand awareness and reach, increased post engagement or driving more traffic to the website. Facebook tracks audience conversions based on actions taken by users. These conversions are set at the campaign level and range from app installations, video views, messages, catalog sales, store traffic and more.
The first step in launching a successful Facebook campaign is selecting what kind of ad reaps the desired result. What action do you want people to take when they see your ads?